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  • INcredible Separation - Case 2

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    Raul Mondragon
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    This document outlines a 4-segment segmentation scheme for TV-involved customers. Segment 1 makes up the largest market size and has the highest average annual income. Segment 2 has a lower income than Segment 1. Segment 3 has characteristics differing from Segments 1 and 2. Segment 4 has different attributes than the other three segments regarding income, TV involvement, and electronics purchasing behaviors. This 4-segment scheme divides TV customers into groups based on factors like income, TV usage, and electronics buying patterns to help TiVo target specific segments.

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    INcredible Separation- Case 2

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    This document outlines a 4-segment segmentation scheme for TV-involved customers. Segment 1 makes up the largest market size and has the highest average annual income. Segment 2 has a lower income than Segment 1. Segment 3 has characteristics differing from Segments 1 and 2. Segment 4 has different attributes than the other three segments regarding income, TV involvement, and electronics purchasing behaviors. This 4-segment scheme divides TV customers into groups based on factors like income, TV usage, and electronics buying patterns to help TiVo target specific segments.

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    22 views1 page

    INcredible Separation - Case 2

    Uploaded by

    Raul Mondragon
    This document outlines a 4-segment segmentation scheme for TV-involved customers. Segment 1 makes up the largest market size and has the highest average annual income. Segment 2 has a lower income than Segment 1. Segment 3 has characteristics differing from Segments 1 and 2. Segment 4 has different attributes than the other three segments regarding income, TV involvement, and electronics purchasing behaviors. This 4-segment scheme divides TV customers into groups based on factors like income, TV usage, and electronics buying patterns to help TiVo target specific segments.

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    © All Rights Reserved
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    KEL932 TiVo Segmentation Analytics

    SEGMENTATION SCHEME B: FOUR SEGMENTS OF TV-INVOLVED CUSTOMERS


    Segment Name Segment 1 Segment 2 Segment 3 Segment 4
    Market size (% of TV-involved
    households)
    Average annual income
    Description of segment
    Most appealing feature/benefit
    Stores shopped for electronics
    Average electronics purchase ($)

    9. Choose the segmentation scheme from Question 8 that seems best to you (either Scheme A or
    Scheme B). In the Question 9 worksheet, write a 150-word summary of your selected scheme
    that explains how you arrived at it. Include descriptive names for your segments that would
    be understandable to the marketing manager at TiVo.

    Kellogg School of Management 7

    This document is authorized for use only in COLOMBO's CFO_HERRAMIENTAS COMERCIALES at Universidad Argentina De La Empresa (UADE) from Aug 2019 to Feb 2020.

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